Still Losing Money on AdWords?
Losing Money on AdWords? Part II
Focus on Your Landing Pages
Now that you’ve focused on finding the right keywords, setting up your Adwords campaigns, and choosing your bids, it’s time to divert your attention toward landing pages. Internet marketers have proven that a change in landing pages, to accommodate your specific keyword groupings, can have a positive impact on results.
We all know landing pages are important and A/B testing is a common phrase among search marketers, but are we as an industry taking landing pages to the next level? Search engine marketing traffic is highly engaged and quite honestly, different from other online media. So, why do we direct this traffic to the same generic landing pages?
There is a new movement that centers Web design around search intent. Strong keyword groupings that in the past didn’t have a good “home” will now get a custom built landing page with tailored content. For instance, for a travel client, we created new landing pages with content specific to the psychographic intent of the search phrase or phrases.
Landing pages like this take time and effort to brainstorm and build, but the rewards are worth it if thought out. These custom landing pages are also lead generation forms. They created a great experience with tailored content for the consumer and also increased conversions by 25% when compared to the previous destination pages.
In another instance, we built out landing pages for certain geographic based terms that were important to our client, as it was a service offering that had not been hitting our online metrics. When a new landing page was created around the context of the keyword groupings, the cost per lead dropped significantly (think hundreds of percentage points).
The moral of the story is that search marketers should think more strategically in their landing page decisions. It is more than A/B testing these days. Work with your client and creative teams to enhance the full search experience from start to finish.
Filed under: Lead Generation, Viral Marketing, Web 2.0, ad words, analytics, internet marketing guides, marketing, online marketing, ppc marketing, ppc optimisation, ppc optimization, sem optimization, web marketing, web metrics, website optimization
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